Introduction: Selling a Product With No Active Search Volume

Video transcript

How do you leverage content marketing to generate traffic, conversion,
repeat business? How do you build a brand around your store, and what does
that even mean, and what do you do if you're selling a product that has no
active search volume, where there's nobody actually already looking for
your products on the search engines? That's what we're going to cover in
this course.

Now most business owners, most e-commerce business owners understand that they need traffic for their business. They need visibility for their
products, and the common ways of generating that are search engine
optimization and pay for click, getting people to know that your products
and your store exists. The second thing that people know they need is
conversion, so once someone finds you to actually take them up on the
offers they're making, to say "yes."

The third part of the puzzle that nobody pays attention to is repeat sales.
So someone's found you. They've bought something from you. Have you done a
good enough job? Have you created a relationship with that person and
served them well enough that they're willing to come back and do business
with you again. I'm going to show you how to do that.

This process that you're going to learn handles those three areas, traffic,
conversion, and repeat business, and when done properly, it can be the only
form of marketing that you ever have to do for your store. Now, of course,
we recommend that you do all kinds of marketing for your store, but this
can be solely what you do, and you can be successful with it. So what we're
going to be doing is leveraging content marketing to achieve those results.
You see, the faceless e-commerce store is dying, and what that means is
that you can no longer just list a bunch of products for sale and expect to
do well. Eight years ago, when I started in this business, you could just
take some products, slap them on a store, and run some pay-per-click and
you'd be fine, but times have changed. You now have to add some sort of
value to the market place. You have to add something beyond just products
for sale, and the easiest way to do that is by creating content.

So what we are going to be doing is creating content that is engaging to
your community, that's relevant to the topics and conversations and
problems that they're having in their lives. We're also going to create
content that's relevant to your products, but what we have to understand
from a content creation perspective is that the way that you create a
relationship with people is talking to them about experiences that they're
having. Collective experiences. So groups of people who are all going
through the same thing at the same time, you can communicate to about
things.

So if we take my skin care company as an example, it's a skin care company that's geared toward baby boomer women, and these women are having the collective experience of their hair greying and their skin wrinkling, and
they're have these experiences, so that's what we're talking to them about.
We're not talking to them about our products. Of course, we mention our
products, but our content is more geared toward the experiences that
they're having. We're going to create this content, and then we're going to
optimize it, so we get maximum benefit from an SEO perspective. We're going
to take that optimized content and we're going to syndicate it through the
social channels. Places like Facebook and you tube and Pinterest and
LinkedIn and twitter, and anywhere that people might be hanging out.
Anywhere where people in your community might be consuming content. And
then we're going to take those different social channels that now have our
content on them, and we're going to boost them with advertising, so we're
going to make sure that everyone in our community sees our content, engages
with our brand, and ultimately comes back and does business with us and
buys our products.

So throughout this training, I'll be sharing live examples from my own e-
commerce stores, and case studies over how this has worked for me in the
past. So let's hop over to the computer now, and I'll show you a full
rundown of what we'll be covering in this course.